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Search marketing: systematic literature review

Author

Listed:
  • Nurdin Hidayah
  • Vanessa Gaffar
  • Meta Arief

Abstract

This study aims a systematic and thorough evaluation of the literature on search marketing (SM). To assess the evolution of SM research through time, this work synthesises the literature on SM with the preferred reporting items for systematic reviews and meta-analysis (PRISMA) approach and divides the analysis based on theory, context, characteristics, and methods (TCCM). The examination of the literature demonstrates that research on SM is restricted to the fields of search engine marketing and search engine optimisation. We have also created an integrated conceptual framework that illustrates the interrelationships between variables based on the synthesis. In addition, we have suggested some future study topics and identified several neglected settings and priorities. This review adds to the realm of internet marketing both theoretically and practically.

Suggested Citation

  • Nurdin Hidayah & Vanessa Gaffar & Meta Arief, 2025. "Search marketing: systematic literature review," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 22(2), pages 162-186.
    • Handle: RePEc:ids:ijimad:v:22:y:2025:i:2:p:162-186
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